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By Hannah Bowler, Senior reporter

September 11, 2023 | 4 min read

UK broadcaster plays on national divides in its unfriendly friendly ad campaign.

To promote the Scotland v England friendly football match tomorrow (September 12), Channel 4 has created the ‘unfriendliest’ international friendly campaign.

Created by Channel 4’s in-house creative team 4Creative, the campaign includes a 20-second film and a set of newspaper ads. The video lists all the things that make England better and Scotland better using a mixture of archive and fan footage.

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Meanwhile, the newspaper spots use images of fan-made football flags adorned with playful taunts.

scotland v england channel 4 promo poster


Brand: Channel 4

Chief marketing officer: Zaid Al-Qassab

Marketing director: Amber Kirby

Head of marketing: Laura Ward-Smith

Marketing lead: Anna Kerr

Marketing exec: Alexandra Baker

Executive creative director: Lynsey Atkin

Digital creative director: Christos Savvides

Creatives: Zoe Nash and Sali Horsey

Head of production & Operations: Miketta Lane

Executive producer: James Faupel

Senior producer: Paul Gleeson

Project manager: Claire Walters

Head of design: Rob Boon

Designer: Dan Davies

Promo director: Izzy Askwith

Production assistant: Sophie Hedgley

Retouching: Curious

Post-production and audio: Absolute

Social production: Pete & Tom

Head of sport: Peter Andrews

Commissioning editor: Joe Blake-Turner

Media agency: OMD

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